Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction

Project and Seminar Material for Marketing

Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction

Chapter One


1.1 Background of the Study

It is obvious that companies cannot connect all customer in large, broad or diverse market and as a result of the needs to divide market into groups of customer or segments with distinct needs and wants. It is therefore paramount for a company to identify which market segment to serve better. It is required that a keen understanding of consumer behavior and careful strategic thinking before the objective can be achieved. In an attempt to increase benefit to consumers, this will aid marketers to know how best to satisfy each category of these customers. Having selected a target market or markets, the organization then has to decide on what basis it will compete in the chosen segment or segments. How best can it combine its asset and competencies to create a distinctive offering in the market? Consumer will position a product in their mind in their relation to other products in the market based on their perception of the key attributes it contains. The overall intent is to identify groups of similar customers and potential customers, to prioritize the groups, to address, to understand their behavior and to respond with appropriate marketing strategy that satisfy the different performance of each chosen division and thereby improve the company revenue.

1.2 Statement of the Problem

The quest for most marketing decision a firm make is the selection of one or more market segment on which to focus. Firms are faced with the difficulties at identifying and selecting particular market target and satisfying them by blending the marketing mix elements. Some firms find it excruciating to develop market segmentation and brand positioning strategy and consider it as an expensive and time consuming exercise which can result into inadequate information to sum up as a research problem.

1.3 Aim and Objective of the Study

The main focus of this research work is to find out the effectiveness of market segmentation and brand positioning as marketing strategies that can be used for consumer satisfaction. Therefore, to achieve the aim of this research work.

The following objectives need to be considered:

  1. To enumerate the importance of firms adopting the strategy of market segmentation in order to achieve organizations objective of consumer’s satisfaction and profitability.
  2. To examine the parameters for market segmentation and its relationship on consumers satisfaction.
  3. To establish the relevance of market segmentation and its effectiveness on brand positioning.
  4. To determine the degree to which the organization practices market segmentation.
  5. To highlight the limitation of the market segmentation.

1.4 Significance of the Study

This research work is very significant and it will benefit the following beneficiaries:

1.4.1 Discipline:

The discipline of marketing will benefit in this research work because it will serve as a reference for a similar research work. It will therefore serve as a secondary source of information to other researches.

1.4.2 Case Study:

The organization which serve as the case study (Lacasera company plc Lagos) will benefit a lot from conclusion of this research work and it will help to improve their marketing activities it will enable the firm to re appraise the segmentation strategy applied in their business and make better use of marketing resources and effort in their marketing activities.

1.4.3 Society:

This study is significant to the society in such a way that brand has its effect on the product and its influence on the consumer satisfaction. It will impact knowledge about how consumer can derive satisfaction from a product beyond the value it offers. Lacasera Apple drink enriched in nutrient facts and incredible health benefits to its consuming publics.

1.4.4 Researcher:

It will be an added value and benefit to the researcher and whatever findings and recommendations in related topics. The study will also widen the knowledge of the researcher in the course of conducting the research, and in the course of completing the research work, it will be an essential requirement for the partial fulfillment of Higher National Diploma in marketing to the researcher.

1.5 Scope of the Study

This study covers the consumers of the product (Lacasera Apple Drink) in Nigeria. However with the vast number of manufacturer of consumer product, it will focus basically and as follows:

1.5.1 Conceptual Scope:

The study covers the concept of market segmentation and brand positioning as effective marketing strategies for consumer satisfaction in the Nigeria.

1.5.2 Industrial Scope:

The industrial scope of this research work is Lacasera company PLC., Lagos.

1.5.3 Geographical Scope:

The research work geographical scope is limited to the company location situated at coker, Lagos.

1.5.4 Time Scope:

This study covers the period between 2012 to date where the company records of investigation were obtained.

1.6 Limitations and Constraints to the Study

It is a tasking job to conduct research of this nature and thus a number of constraints are prevalent in the course of the investigation.

1.6.1 Finance:

Financial constraint is one major problem encountered because of the depressed economy and limited financial resources available for the study. This has restrained the researcher from conducting a detailed survey.

1.6.2 Time:

The duration of the time required for the research work is too short, thus constraining the liberty to search further for more information.

1.6.3 Cooperation:

The company employees and the executive proved uncooperative during the search for data about the company’s activities in relation to subject matter. The executive were elusive because of the fear of exposing crucial information regarding the firm to competitors.

1.6.4 Materials:

Unavailability of book to source for relevant data posed a problem, the Kwara State Polytechnic Library is stored with few books and those available were outdated or irrelevant to the research topic.

In the face of these limitations, the research work was able to achieve its set objectives. It is fortified enough to be relevant in the area of its significance.

Chapter Five

5.0 Summary, Conclusion and Recommendation

5.1 Summary of Findings

The identification of market segment is a key aspect of the market. Properly designed marketing program should be built around the unique needs of each market segment. The importance of various attributes is one way of defining customer needs for a given product. Through segmentation, organization can identify niches with specific needs, mature market to find a new customers, delivers more focus and effecting marketing message. Successful market segmentation and brand positioning relies on a clear understanding of market with a defined growth to create unique expression in the mind of the customer do that the customer so that the customer associate something specific and desirable with the product or brand offered to the market that is distinct from the rest in the market place. The study suggests that market segmentation is significantly linked to the perceived positioning strategies of a brand. Despite much discussion on the segmentation and its uses in assisting a customer focus in strategy and planning, a culture change has to take place to ensure that product focused teams adopt a customer-focused perspective. This change should derived by the company clear brand statement, marketing strategy and positioning.

5.2 Conclusion

Consumer satisfaction is more attributed to the ways through which consumer services are provided. Research findings support the notion that a range barriers exist in organization structure and intermediaries relationship that make segmentation approach difficulties in Lacasera Apple drink. The evidence suggest why lacasara company PLC. welcome the benefit that segmentation offers. The implementation and segmentation in practice meet with mixed success due to barriers encountered. By monitoring the pattern of customers individually and as a group, Lacasera company PLC; can learn some value lessons that can be used in the marketing effort. Lacasara Apple drink is designed to meet many segments of on-the-go market and offers original and great apple taste which command positive perceptions towards the product that provides nutrient facts and incredible health benefits to the markets.

5.3 Recommendations

The research work was able to outline some recommendations to the case study which can contribute to the success enjoyed by the organization.

The organization is therefore:

  1. Should be aware of the possible barrier that may cause consumer dissatisfaction and adjust in the real time
  2. Should examine if the presence of a particular barrier impact the sophistication of market segmentation application.
  3. Should be able to the advantage of buying behavior data by developing a system that is responsive to the pattern of consumer.
  4. Should be consistent and persistent in segmenting their market on the basis of consumer desired benefit.

Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction

Project Material Download

3,000 Naira

The complete material will be sent to you in just 2 steps.

Quick & Simple…

Step One Purchase

Make payment of ₦3,000: through USSD Transfer, Bank Mobile App, ATM Transfer, or POS Transfer to:

Access Bank PlcAccount No.: 0811003731
Name: Samphina Academy
Account Type: Current

Or Click Here to pay with Debit Card

Click Here to pay with Debit Card ($15)
GHANA – Make Payment of 60 GHS to MTN MoMo, 0553978005, Douglas Osabutey 


Step Two Purchase

Send the following details through Text Message or WhatsApp Messenger | +234-8143831497

  • Payment Details 
  • Email Address 
  • Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction

The complete material will be sent to your email address after receiving your payment information | T & C Apply

  Contact Our Help Desk

You may also like:

⚠️ Need a different topic? Perform a quick search

Get A Complete Business Plan For Any Business In Nigeria

Business Plan for Businesses in Nigeria

  Business Plans in Nigeria

Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction


This research material “Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction” is for research purposes and should be used as a guide in developing your research project / seminar work. For no reason should you copy word for word (verbatim) as samphina.com.ng will not be liable for any who copied the material.

The aim of providing this material is to reduce the stress of moving from one school library to another all in the name of searching for research materials. This service is legal because, all institutions permit their students to read previous projects, books, articles or papers while developing their own works. According to Austin Kleon “All creative work builds on what came before”.

samphina.com.ng is only providing this material “Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction” as a reference for your research. The paper should be used as a guide or framework for your own paper. The contents of this paper should be able to help you in generating new ideas and thoughts for your own research. Use it as a guidance purpose only.

How to defend your research work

This is a general guide on how to defend your research work:

1. Prepare For Questions:

If you are preparing for questions that may be asked during your defense, then your answers will flow smoothly and effectively. This will prove your knowledge on the subject e.g “Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction“, and strengthening your argument. Ask friends and family, read your work for them to listen to your presentation, and write down questions. You may be lucky the panel will ask you those you have already prepared on.

2. Strong Summary:

Summarizing your chapters will help keep your audience focused because it is easy for a mind to drift, so providing summaries will ensure your panel will follow along, even if they lose focus for a brief moment. Visual aides, such as graphs and power-point presentations can be very helpful. If you are going to use these, make sure you will practice your presentation with them.

3. Be Confident in Your Research Work:

Not knowing your topic “Effectiveness Of Market Segmentation And Brand Positioning As Marketing Strategies That Can Be Used For Consumer Satisfaction” inside out will cause you to struggle and ultimately fail with your defense. You need to know the subject from every angle to ensure you are fully prepared for any question that may come your way.

4. Conclusion:

Reinforce your findings to conclude your defense. The finale of your presentation should focus on proving the work that has been done. You may need to recap on what has changed and remained unchanged, if is necessary.

5 . Listen:

Before you get defensive or recite a particular answer, make sure you truly understand the question being asked. Being a good listener is an important quality, because providing an inaccurate or off-topic answer will also weaken the validity of your paper.

Samphina Academy

Samphina Academy is an Online Educational Resource Center that is aimed at providing students with quality information and materials to aid them in succeeding in their academic pursuit.